NBC tells Bloomberg that Snapchat “really effectively reaches a very important demographic in the United States.”

NBC also plans on using Snapchat to show interactions off the field, and get a more personal perspective from athletes curated by BuzzFeed.

In other words, NBC is trying to captivate the interestof young people, who may not care about watching TV, or even own one.. Snapchat isn’t paying for the access, and the two companies will be sharing revenue.

That said, Snapchat may not be the only social network to gain access to Olympic footage; Bloomberg says NBC is working out similar deals with Facebook and Twitter.